Global Marketing (HSC SSCE Business Studies): Flashcards
📚Flashcards
Practise the cards
10 cards from this deck
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Practise the cards
10 cards from this deck
Transnational corporations (TNCs)
Transnational corporations (TNCs)
Businesses with production in 2+ countries, operating globally
Standardised approach
Standardised approach
Same marketing mix used across all countries
Customised approach
Customised approach
Marketing mix adapted for each country's differences
Global branding
Global branding
Worldwide use of name, symbol or logo to identify products
Cost benefit of global branding
Cost benefit of global branding
Single advert used in multiple countries reduces production costs
Standardisation: economies of scale benefit
Standardisation: economies of scale benefit
Longer production runs reduce per-unit costs
Global pricing
Global pricing
How businesses coordinate pricing policies across countries
Most common global pricing method
Most common global pricing method
Customised pricing - different prices per country
Tariff
Tariff
Tax on imported products
Three pillars of competitive positioning
Three pillars of competitive positioning
Product leadership, customer relations, operational excellence